How does the market demand curve change (as a function of
marketing expenditure) during recession?
Remains unaffected
Shifts downward
Shifts upward
Becomes vertical
2
Which of the following statements demonstrates behavioral
loyalty towards a brand?
I always buy Myfavorite Laundry detergent when purchasing
laundry detergent.
My friends agree Myfavorite Laundry detergent is the best.
Myfavorite Laundry detergent is so easy to use.
Myfavorite Laundry detergent smells good.
3
In the U.S., consumer expenditures on homes and other large
purchases tend to slow down during a recession because
of stringent credit policies adopted by the Fed before the
onset of recession
of steady supply of loanable funds in the economy during
recession
consumer borrowing increases during recession
the consumers have a high debt-to-income ratio
4
The Soccer World Cup is promoted aggressively to both
companies and fans. This is an example of marketing a(n)
place
service
event
idea
5
During the holidays, companies often provide gifts to
customers. The more a client spends, the larger the gift, usually. To segment
customers in this way, for what purpose is this data being mined?
To decide which customers should receive a new sales offer
To avoid serious customer mistakes
To beat the competition to a sale
To deepen customer loyalty
6
Which of the following industries is most likely to use
database marketing?
A school system
A supermarket chain
A physicianâs office
A local restaurant
7
Costco is able to keep its inventory expenditure relatively
low through its management technology and cutting-edge point-of-sale inventory
management technology. As a result, Costco is able to pass these savings on to
consumers in the form of low prices. This strategy is best described as
integrative growth
market development
overall cost leadership
differentiation
8
By 2015, projections indicate that the largest category of
households will be composed of
childless married couples and empty nesters
singles living with nonrelatives
single-parent families
married couples with children
9
Which market do customers who have purchased and are driving
Audi automobiles represent?
Target market
Penetrated market
Potential market
Available market
10
Wabash Bank would like to understand if there is a
relationship between the advertising or promotion it does and the number of new
customers the bank gets each quarter. What type of research is this an example
of?
Qualitative
Secondary
Exploratory
Causal
11
When Apple introduced iTunes, a new market was opened. Which
of the following describes this type of innovation?
Value chain
Operational excellence
Presence
Value capture
12
Marketing is considered both an art and a science. How do
the 4Ps, or marketing mix, help us bridge the gap between art and science?
Marketing is about advertising.
Marketing is involved with price as the major factor.
Marketing balances the need for data with that of
creativity.
Marketing focuses on sales as the primary goal.
13
Which of the following elements of sociocultural environment
can be associated with the growing demand for social surrogates like social
networking sites, television, and so on?
Views of others
Views of organizations
Views of nature
Views of ourselves
14
Which strategy does this exemplify? Kayak and Orbitz provide
their customers with a variety of travel options including flight reservations,
vacation packages, flight and hotel options with or without car rentals, and
cruise offerings.
Focus
Differentiation
Diversification
Promotional
15
Which of the following is about marketing management?
It occurs when at least one party to a potential exchange
thinks about the means of achieving desired responses from other parties.
It focuses mostly on monitoring the profitability of a
company’s products and services.
It is primarily concerned with the systematic gathering,
recording, and analysis of data about issues related to marketing products and
services.
It is defined as the field that deals with planning and
managing a business at the highest level of corporate organization.
16
What data analysis type is being used here? When Sam thought
about opening a foreign car repair shop in Phoenix, he researched all of the
firms in the area before deciding on a location. He also analyzed their
capabilities and found articles about many of them in terms of their
capabilities, strengths, and weaknesses.
Licensed information
Primary data
Tertiary information
Secondary data
17
One of the most critical steps in the defining process of
market research is
reading marketing research journals
defining the problem, the decision alternatives, and
research objectives
analyzing the internal environment
developing a research plan
18
A company’s sales potential would be equal to market
potential when which situations exists?
The company gets 100 percent share of the market.
The market is nonexpandable.
Industry marketing expenditures approach infinity for a
given marketing environment.
The marketing expenditure of the company is reduced to zero.
